Bibliographic record
Abstract
This article will argue that the `reflexive project of the self' (Giddens) has become an explicit form of labour under post-Fordist capital in the form of `self-branding'. Here, work on the self is purposeful and outer-directed; self-production is heavily narrated, marked by the visual codes of the mainstream culture industry, and subject to the extraction of value. The article will explore inflections of self-branding across several different mediated forms. Contemporary marketing literature identifies the construction of a branded persona as a central strategy in the negotiation of increasingly complex corporate environments. Recently the practice and logic of personal branding has moved out of the boardroom and into the television studio. Television shows such as The Apprentice and American Idol invent a narrative of self-branding and simultaneously produce branded personae. Websites such as 2night.com extract value from partying young people; photographers take pictures at nightclubs and link them to advertisements online, blurring the distinction between product and consumer, private self and instrumental associative object. The logic and practice of self-branding is inflected differently again on social network sites such as facebook.com or myspace.com, which are inventories of various types of `selves'. These forms of self-branding, found across several different kinds of media, illustrate the erosion of any meaningful distinction between notions of the self and capitalist processes of production and consumption.
Fetched live from OpenAlex and de-inverted. Abstracts are not stored in this database: the inverted indexes are 8.6 GB of the frame’s 9.3 GB of text, and the host has 13 GB free.
How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.004 |
| Meta-epidemiology (narrow) | 0.001 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.007 | 0.012 |
| Scholarly communication | 0.009 | 0.009 |
| Open science | 0.001 | 0.006 |
| Research integrity | 0.003 | 0.006 |
| Insufficient payload (model declined to judge) | 0.059 | 0.026 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".